The Major League Soccer (MLS) visual identity needs to be a more recognizable, dynamic and strong representation of professional soccer in North America. Soccer is the most popular sport in the world, but is still in its relative infancy in North America. MLS does not have the history, tradition or respect it deserves. It does however have a huge fan base of supporters and an enormous opportunity to make the league more elite and valuable. Through a new corporate identity MLS can draw more attention to the league by making it more well known, memorable, celebrated and ultimately more honourable.